This story was co-written by Sasha Blaney.
Social media may have changed the way people consume news, but it is bloggers who continue to have an increasingly significant impact on the journalism world today. In fact, 6.7 million bloggers produce 58.7 million new posts each month and successfully reach 77 percent of all Internet users.
With such a vast audience consuming that many blog posts each month, it is imperative for PR pros to educate themselves on the best practices for pitching these media giants.
The role of blogs today has expanded beyond simply serving as an outlet for personal expression; oftentimes, major blogs become established brands that resonate with readers. In a recent study, 84 percent of readers said they make purchase decisions based on blog content they have read.
Above all, bloggers’ greatest strength is eliciting trust from their readers through honest and opinionated posts or media appearances as subject matter experts.
Posted in: Public Relations
Recently, all kinds of major events have occurred throughout the country that greatly impacted the pop culture world. No, it was not the Chicago Blackhawks’ or Golden State Warriors‘ historic championship wins, or LeBron James declaring himself the “best player in the world,” or even the Game of Thrones season finale that left its audience with more than one cliffhanger.
For our purposes, the most notable news was that the film “Jurassic World” took home $511.8 million dollars around the world, setting the record for biggest global opening of all time. And, arguably, most of the credit should go to the movie’s extensive marketing efforts.
The film’s tremendous success reminded us how important it is to go beyond simply advertising your product and focusing on the experience for each consumer, even if a franchise like “Jurassic Park” can lean on nostalgia. These days, brands must create marketing efforts that emotionally involve the consumer far in advance to truly succeed.
Posted in: Marketing
I never would have considered going to Target to fill a prescription, but I would if there was a CVS pharmacist behind the counter dispensing the medication and answering my questions.
With this week’s big acquisition news – CVS buying 1,600 drugstores from Target – two Breakout Brands with a history of customer-centric innovation are coming together in what looks like a big win for both.
Target gets to offload a business line that was not performing as well as hoped, while potentially bringing new customers through its doors by offering expertise from the nation’s largest dispenser of prescription drugs, the biggest operator of health care clinics (the great Minute Clinic concept) and the second-largest pharmacy-benefits manager.
Meanwhile, CVS gets 1,600 new locations in 47 states, the chance to get in on a new Target “Express” concept targeting urban markets, and the cache of “rubbing brands” with a powerhouse retail brand that remains iconic in the U.S., despite some recent setbacks such as the failed Canada expansion.
A couple of years ago, Google put the fear of, well, Google in the entire travel industry when it enabled Hotel Finder.
Predictions were dire, ranging from radical changes in booking behavior to the collapse of travel aggregation sites. However, little of that actually occurred, and the Kayaks, Expedias and TripAdvisors of the world are doing just fine. In fact, in some instances they’ve diversified their service offerings.
We thought this would be a good time to review what Hotel Finder has really meant to the travel industry.
The most surprising thing about DeflateGate may be the astounding polarity in opinions about the recently announced penalties against the New England Patriots and quarterback Tom Brady.
One Facebook post suggested that we should “order the implosion of Gillette Stadium,” while others point to an absence of evidence and lack relative harm to suggest it’s all little more than media hype.
For those who may be unaware, Brady is being punished for not complying with an investigation into under-inflated footballs after an AFC championship game against the Indianapolis Colts in January 2015.
Certainly some of the extreme reactions can be ascribed to existing NFL loyalties and animosities. But it seems to have moved well beyond the realm of sports fans. If everyone is going to have an opinion, are there relevant learnings here for anyone other than NFL teams and their quarterbacks?
Posted in: Business Thoughts
Mother’s Day is upon us. While many companies remain focused on using the holiday to drive sales, the holiday also offers a great opportunity for businesses to take stock in how family-friendly they are as an institution.
As a working mom, I love hearing about businesses like celebrity stylist Rachel Zoe’s that invest in family-friendly policies. For a smaller company, Rachel Zoe took a relatively big step this week by opening up a fully-staffed, complimentary nursery for the working parents she employs. It’s a move that certainly motivates me to purchase more of her products, the same way that American Express’ fully paid maternity and paternity makes me feel good about being a cardholder for nearly two decades.
Creating a family-friendly work environment and a corporate culture that promotes work-life balance drives customer and employee loyalty, the latter of which should be a major priority for employers. But sadly in the U.S. it’s not.
Posted in: Management Practices
Floyd Mayweather and Manny Pacquiao may have duked it out in a historic match, but there was an unexpected presence in the ring that still has people talking.
The country of Mexico received most of the prime time exposure, from the branding around the ring and on the screens to Julio Lopez singing the Mexican national anthem (even before the fighters’ own). In fact, the Mexico Tourism Board and Tecate beer were two out of five title sponsors for the fight, which set a new record for sponsorships bringing in $13.2 million.
While beers brands like Tecate are no stranger to sponsoring boxing matches, why would the Tourism Board invest so heavily in this event to promote its “Mexico, Live it to Believe it” campaign?
Posted in: Public Relations